Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Attitude and Loyalty to Two Brands of Beer of the Same Producer

Attitude and Loyalty to Two Brands of Beer of the Same Producer AbstractThe focus of the presented research is attitude and loyalty to two brands of beer produced by the Carlsberg Group – Tuborg and Carlsberg. Both beers are lagers. The Carlsberg Group markets Tuborg as a more premium brand, and it also aims to promote it to women. Unlike in the Netherlands with one brand – Heineken and unlike in the Czech Republic with many well-known brands by a multitude of producers, the Danish case gives a unique opportunity to investigate if customers truly prefer one of two brands or are approximately equally low with regards to both brands as it is produced by the same company and tastes very similarly (if not the same). The survey was conducted in Denmark. Respondents were Danish (not international) university students; such selection was done in order to ensure familiarity of respondents with both brands. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Scientific Annals of Economics and Business de Gruyter

Attitude and Loyalty to Two Brands of Beer of the Same Producer

Download PDF
13 pages

Loading next page...
 
/lp/de-gruyter/attitude-and-loyalty-to-two-brands-of-beer-of-the-same-producer-xUDOpr3GST

References

References for this paper are not available at this time. We will be adding them shortly, thank you for your patience.

Publisher
de Gruyter
Copyright
© 2017 František Sudzina, published by De Gruyter Open
eISSN
2501-3165
DOI
10.1515/saeb-2017-0035
Publisher site
See Article on Publisher Site

Abstract

AbstractThe focus of the presented research is attitude and loyalty to two brands of beer produced by the Carlsberg Group – Tuborg and Carlsberg. Both beers are lagers. The Carlsberg Group markets Tuborg as a more premium brand, and it also aims to promote it to women. Unlike in the Netherlands with one brand – Heineken and unlike in the Czech Republic with many well-known brands by a multitude of producers, the Danish case gives a unique opportunity to investigate if customers truly prefer one of two brands or are approximately equally low with regards to both brands as it is produced by the same company and tastes very similarly (if not the same). The survey was conducted in Denmark. Respondents were Danish (not international) university students; such selection was done in order to ensure familiarity of respondents with both brands.

Journal

Scientific Annals of Economics and Business – de Gruyter

Published: Dec 1, 2017

References

  • The Theory of Buyer Behavior New York
    Howard
  • ul The Impact of Product and Service Quality on Brand Loyalty : Evidence from Quick Service Restaurants
    Khan
  • The demand for beer in Republic Understanding longrun on - and off - trade price elasticities http dx doi org
    Grosova
  • Principles of Marketing th European ed ed New Jersey Publishing
    Kotler
  • Managing Equity New The Free
    Aaker
  • van and Changing consumer markets and marketing in China of and Emerging Markets http dx org
    Zhang
  • Filo Exploring the role of brand trust in the relationship between brand associations and brand loyalty in sport and fitness Marketing http dx org
    Funk
  • and Das The relationship between risk aversion brand trust brand affect and loyalty : Evidence from the FMCG industry of Research http dx org
    Kumar Mishra
  • The Chain of Effects from Brand Trust and Brand Affect to Brand Performance : The Role of Brand Loyalty of http dx org
    Chaudhuri
  • a Testing scales for attitude towards beer : The case of two brands of beer of the same producerProceedings of the th International Scientific Conference Agrarian Perspectives XXVI : Competitiveness of European Agriculture and Food Sectors University of
    Sudzina
  • communication brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa African of Economic and Management Studies http dx org
    Chinomona
  • Effects of Inconsistent Attribute Information on the Predictive Value of Product Attitudes : Toward a Resolution of Opposing Perspectives The of http dx doi org
    Sengupta
  • van and Changing consumer markets and marketing in China of and Emerging Markets http dx org
    Zhang
  • The influence of brand personality and relative brand identification on brand loyalty in the European mobile phone market Canadian of Administrative http dx org
    Chung
  • Chinese Consumers Brand Loyalty for Consumer Products : Importance of Brand Personality as Major Antecedent of Brand Loyalty Asian of
    Kim
  • Effects of Inconsistent Attribute Information on the Predictive Value of Product Attitudes : Toward a Resolution of Opposing Perspectives The of http dx doi org
    Sengupta
  • Relationships Among Ad - Induced Affect Beliefs Attitudes Another of http dx org
    Homer
  • and Das The relationship between risk aversion brand trust brand affect and loyalty : Evidence from the FMCG industry of Research http dx org
    Kumar Mishra
  • Exploring Advertising Equity : How a Brand s Past Advertising May Affect Consumer Willingness to Approach Its Future Ads of http dx org
    Rosengrens
  • Factors Affecting Brand Loyalty study in an emerging market on fast moving consumer goods of Customer http dx org
    Ramesh Kumar
  • Testing scales for beer brand loyalty : The case of two brands of beer of the same producerCurrent Problems of the Corporate Sector University of
    Sudzina
  • Principles of Marketing th European ed ed New Jersey Publishing
    Kotler
  • Quality Satisfaction Trust and Preference as Predictors of Consumer Brand Loyalty in the Retailing Industry of Social http dx org
    Chinomona
  • The role of brand loyalty customer and brand related cues in the gas station industry in Turkey of Arts and Commerce
    Gultekin
  • Global Marketing th ed ed
    Hollensen
  • The Theory of Buyer Behavior New York
    Howard
  • Global Marketing th ed ed
    Hollensen
  • Effects of brand personality on brand trust and brand affect Marketing http dx org
    Sung
  • Consumer Evaluations of Product Line Brand Extension of Management
    Joji
  • Chinese Consumers Brand Loyalty for Consumer Products : Importance of Brand Personality as Major Antecedent of Brand Loyalty Asian of
    Kim
  • communication brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa African of Economic and Management Studies http dx org
    Chinomona
  • The role of brand loyalty customer and brand related cues in the gas station industry in Turkey of Arts and Commerce
    Gultekin
  • The Predictive Roles of Brand Personality on Brand Trust and Affect Study of Korean Consumers of International Consumer Marketing http dx org
    Sung
  • Effects of brand personality on brand trust and brand affect Marketing http dx org
    Sung
  • Filo Exploring the role of brand trust in the relationship between brand associations and brand loyalty in sport and fitness Marketing http dx org
    Funk
  • The influence of brand personality and relative brand identification on brand loyalty in the European mobile phone market Canadian of Administrative http dx org
    Chung
  • Consumer Evaluations of Product Line Brand Extension of Management
    Joji
  • Customer Loyalty Toward an Integrated Conceptual Framework of the of http dx org
    Dick
  • Gender dimensions of brand personality of http dx org
    Grohmann
  • ul The Impact of Product and Service Quality on Brand Loyalty : Evidence from Quick Service Restaurants
    Khan
  • Relationships Among Ad - Induced Affect Beliefs Attitudes Another of http dx org
    Homer
  • The demand for beer in Republic Understanding longrun on - and off - trade price elasticities http dx doi org
    Grosova
  • a Testing scales for attitude towards beer : The case of two brands of beer of the same producerProceedings of the th International Scientific Conference Agrarian Perspectives XXVI : Competitiveness of European Agriculture and Food Sectors University of
    Sudzina
  • Gender dimensions of brand personality of http dx org
    Grohmann
  • Factors Affecting Brand Loyalty study in an emerging market on fast moving consumer goods of Customer http dx org
    Ramesh Kumar
  • The Predictive Roles of Brand Personality on Brand Trust and Affect Study of Korean Consumers of International Consumer Marketing http dx org
    Sung
  • Managing Equity New The Free
    Aaker
  • Testing scales for beer brand loyalty : The case of two brands of beer of the same producerCurrent Problems of the Corporate Sector University of
    Sudzina
  • Quality Satisfaction Trust and Preference as Predictors of Consumer Brand Loyalty in the Retailing Industry of Social http dx org
    Chinomona
  • Exploring Advertising Equity : How a Brand s Past Advertising May Affect Consumer Willingness to Approach Its Future Ads of http dx org
    Rosengrens
  • The Chain of Effects from Brand Trust and Brand Affect to Brand Performance : The Role of Brand Loyalty of http dx org
    Chaudhuri
  • Customer Loyalty Toward an Integrated Conceptual Framework of the of http dx org
    Dick